Content marketing surges, but hampered by poor metrics

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Cambridge, Mass.—The use of content marketing is at an all-time high, but marketers lag in deploying measurement for those programs, according to a study by content curation company Curata Inc. According to Curata's “B2B Marketing Trends 2012 Report,” 87% of marketers responding are using content marketing, up from 82% in 2011. However, 43% do not measure the outcome of their content program and its impact on their top three content objectives—driving sales, establishing thought leadership and boosting brand awareness. Top content marketing challenges cited by marketers were: limited budget (27%) and limited staff (25%). Curata's study was based on an online survey of 465 marketers conducted in October.
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